Shelf Life: Creating an edge for Hunter’s
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Hunter’s EDGEs into world of beer with Net#work BBDO & Bioscope Films
- Primedia delivers radio to road
- Nespresso expands in South Africa
Cider with an edge
Hunter’s EDGE, considered a category breaker as a premium cider created using traditional beer hops, has launched a new TVC aimed at challenging the status quo of the traditional beer world.
Says Morne van Greunen, Hunter’s marketing manager, “The TVC communicates how EDGE has reinvented the hop from the traditional world of beer into the refreshing world of cider.”
The commercial’s opening scene is a monk pouring freshly harvested hops into a bag. As the camera pulls way, viewers are teleported 100 years later to a portrait of a burly German man in lederhosen as he contemplates a hops bud while rolling it between his fingers. The commercial progresses another 100 years once again to a buxom maid, laden with tankards in each hand. To introduce EDGE, the TVC cuts into a hop exploding into a golden cider liquid and then imploding back on itself into a Hunter’s Edge bottle.
Conceptualised by Net#work BBDO, directed by Fausto Becatti and produced by Daniel Kaplan (both from Bioscope Films), the ad took two days to shoot around various sites in Cape Town, including historical buildings such as Rhodes House, The Kimberley Hotel and the Crypt, a beautiful jazz club below the St George’s Cathedral. The final scene, featuring millennial contemporaries, was shot at Green Point Park.
According to Van Greunen, the brand has positioned itself as a preferred choice for those willing to explore the new and unconventional, to be bold individuals and to be confident to choose both the crisp refreshment of cider and the easy drinking taste of hops.
Radio to road for SA
Primedia’s broadcasting and outdoor divisions have come together to offer a responsive multiplatform client campaign that is billed as a South African first: “Radio to Road”.
The offering enables an advertiser to create a campaign that reaches motorists in their cars on two major platforms, radio and billboards, simultaneously. As the radio promo starts to play, it triggers the same campaign creative to roll out on digital billboards across the region in which the station broadcasts.
Says Mark Jakins, Primedia Broadcasting CCO, “We know that our stations — 702 and 947 in Gauteng, and Kfm 94.5 and CapeTalk in the Western Cape — have very high incidences of in-car listening in the regions we broadcast to, so our listeners are actively tuning in when they drive, and this is an opportunity to directly amplify an advertiser’s message with audio and visual reinforcement in the same moment — a great innovation by the team.”
Synchronising radio spots with digital slots on the urban digital network, which claims unique monthly audiences of more than 1m, may allow audio-visual dominance and introduces a dynamic aspect to campaigns.
The first campaign began rolling out last week with MINI through its agency, Vizeum, in Gauteng and Cape Town. Says Kelvin Storey, Vizeum MD, “In our ongoing quest to innovate and strengthen the relationship between media owners and our clients, I am very excited to test this first-to-market marriage of radio and digital OOH. The world around us is grasping the concept of digital and the role thereof, so it’s not just about being mindful of digital channels, but of being mindful of digital intertwined within the traditional space.”
New Nespresso stores
Nespresso is expanding its stores across South Africn in response to the rising consumer demand for quality coffee.
Nespresso has a total of 11 stores now open in SA, including six boutiques and five booths, with the newest additions located at the recently revamped Cresta Shopping Centre and Eastgate Mall in Johannesburg. The new Nespresso Booths will offer the same bespoke coffee experience offered by the Nespresso Boutiques, and will provide an additional outlet and recycling drop-off point for used Nespresso capsules.
The coffee brand will increase its availability further with numerous booths scheduled to open nationwide within the next few months.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.